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Consumers may not be overly familiar with their name, but travel industry people know . They were spun off from American Airlines, owners of Travelocity, they process about 1 billion travel transactions daily, and more than 300 million people purchase airline tickets through Sabre's travel network each year.

Their travel's version of Andre The Giant -- a man of few words -- minus the French dialect, of course. And with the immense popularity of mobile apps -- the Yankee Group reports that mobile app users worldwide will surpass 2 billion in 2016 -- Sabre is now reinventing its rather practical travel organizing app know as TripCase.

Just this week Sabre's TripCase released a campaign that asks what #ShouldBEaThing (ShouldBEaThing.com), inviting people to create photo memes of other things that #ShouldBEaThing. You know -- flying cars, new homes that come with a bacon scent, socks to walk through airport security, Mr. T masks in every gym locker, or maybe high chairs in airports.

"Since we know people go everywhere with theirphone these days, and the average person has more than 32 apps, it makes sense to offer a single home to collect all the travel-related info and fit it in your pocket," said TripCase Manager of Brand and Strategy Carrie Mamantov.

Here's how the campaign works. It's actually pretty simple: Go to ShouldBEaThing.com, upload a picture, add some text, and submit. Top vote getters will win prizes, but best of all, if a great opportunity comes a long, TripCase and Sabre will look into actually making the "thing" a reality. TripCase liked the sock idea so they made Security Socks and handed them out at the San Diego airport. Simple ideas that make life a little better. For every picture submitted at ShouldBEaThing.com, TripCase will donate $1 to the Polaris Project, an organization dedicated to combating human trafficking.

"Our crew looks at the experience through the traveler's eyes -- flight alerts, seat maps, phone numbers, weather and directions are all tied together within your itinerary," Mamantov added. "And having it all in one free app should be a thing because why jump between apps and email confirmations for each part of your trip when you can have it all in one?"

Beyond the overall popularity of apps, the vertical in particular is crowded with the likes of TripIt, FlightTrack, WorldMate, Travelplan and others dotting the landscape. But what I like about Sabre's TripCase campaign is that the marketing of the product is different -- it stands out -- which is always a nice reminder to CMOs satisfied with the status quo.

It's not just some travel goliath rolling out an app and praying people find it and use it. They've added a creative spin, sprinkled in tasteful humor, and engaged consumers asking them what #ShouldBEaThing while not shying away from taking risks. And most important -- they then back it up with a pretty solid product.

Here's an amusing video they created to kick things off featuring Chicago music and performance act The Flavor Savers.